Building The Brand-Driven Business Operationalize Your Brand to Drive Profitable Growth
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Beskrivande text
This text aims to help companies recognize, appreciate and ultimately operationalize the mantra of how every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce their brand promise or totally denigrate it.
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Scott M Davis,
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Övrig information
Scott M. Davis is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University's Kellogg School of Management, a contributing editor to Brandweek, and an editorial board member of the Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune, and USA Today. Davis is the author of Brand Asset Management (Jossey--Bass). Michael Dunn is president and CEO of Prophet. He has provided insights for clients such as AT&T, Williams--Sonoma, UBS, and BP. He has written articles for publications including Marketing News and has been featured in Business Week, Business 2.0, and Brand Marketing Magazine. Dunn has served as CEO for other high--growth services companies and currently sits on the board of RedEnvelope.
(Whitaker)
Innehållsförteckning
Foreword (David A. Aaker). Acknowledgments. Introduction: Taking Control of Your Brand's Destiny. Part One: Making Operationalizing the Brand Your New Mantra. 1. Understanding the Brand's Powerful New Role. 2. Connecting Business Strategy to Brand Strategy. Part Two: Controlling Your Touchpoints by Operationalizing Your Brand. 3. Understanding and Prioritizing High--Impact Brand Touchpoints. 4. The Pre--Purchase Experience:Making the Brand--Prospect Connection. 5. The Purchase Experience: The First Step in Delivering on the Promise. 6. The Post--Purchase Experience: Solidifying the Brand--Customer Relationship. Part Three: Organizing Your Company Around the Brand. 7. Developing a Brand Metrics System: Driving Brand Building by What You Measure. 8. Building a Brand--Based Culture. 9. Establishing a Brand--Based Organization: Focusing on the Structure and Roles to Support Brand--Driven Change. Notes and Sources. The Authors. Index.
(Whitaker)
Recensioner
"...This book is highly recommended for all forward--thinking executives--and those aiming to join that group." (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)
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Detaljerad information
| Artikelid: | 9780787962555 |
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| ISBN 10: | 0787962554 |
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| Förlag: | John Wiley And Sons Ltd |
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| Utgivningsdatum: | 2002 (ursprungligen 20021018) |
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| Utgivningsland: | Sverige |
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| Utgivningsort: | Chichester |
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| Språk: | English |
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| Serie: | Business |
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| Medarbetare: | Michael Dunn |
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| Illustrationer: | illustrations |
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| Upplaga | 1 |
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| Format: | Hardback |
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| Antal sidor: | 320 |
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| Vikt: | 539 g |
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| Höjd: | 234 mm |
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| Antal komponenter: | 1 |
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| Komponenter: | xv, 299 p. : |
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